Pet ownership took a drastic step up during the COVID pandemic. 59% of households owned a pet in 2021, and while this has fluctuated in the years since, we’re still seeing levels well above 2019’s 41%.
All of this is to say that pets are a bigger part of our life than ever before; and by extension, so are pet products.
CREOATE is a wholesale marketplace for independent brands and retailers. We analysed our own data, as well as trending searches, to unpack 10 pet product trends for 2025:
- Raw and freeze-dried food and treats
- Eco-friendly and natural dog grooming products
- Essentials on subscription
- Dog harnesses (and harness accessories)
- Slow feeding toys and lick mats
- Non-toxic toothpaste
- GPS & camera collars
- Puffer jackets for dogs
- Pet supplements
- Eco-friendly cat litter (including tofu cat litter)
1. Raw and freeze-dried food and treats
Dog food has come full circle. The push against processed food is as prevalent in what we’re feeding our pets as it is in our own food trends.
Increasingly, we’re understanding that our dogs and cats do better when their diet is more similar to that of their wild ancestors.
Classic pet food is padded out with fodder that’s cheap, but not nourishing. Today’s pet food trends towards the natural; raw, freeze-dried, and nutritious. It’s not cheap, but it’s ideal for buyers who want to prioritise their pet's health (and can afford to spend a little extra here).
2. Eco-friendly and natural dog grooming products
Similarly, when it comes to grooming our pets, there’s a clear trend towards items that prioritise natural ingredients — and that also have minimal impact on the planet. Think: dog shampoo bars, all-natural nose balms, and bristle brushes.
3. Essentials on subscription
Image source: KatKin
There’s a growing cohort of pet owners who are prioritising quality and convenience when it comes to their pets, which is why there’s a number of thriving pet product subscription brands.
Food-wise, look out for natural dog and cat food that’s individually portioned and can be kept in the freezer. And besides this, there are subscription brands for other elements of pet care too, including cat litter that can help you diagnose common cat health issues.
4. Dog harnesses (and harness accessories)
Dog harnesses are becoming a popular alternative to dog leads. Harnesses better distribute pressure around a dog’s body, putting less strain on their neck and back. Look out for dog harnesses designed for specific dog breeds, or in different sizes to fit dogs of different ages.
And the growing popularity of dog harnesses has also given rise to a new type of product: dog harness accessories. Think lights, poo bag holders, bows, and more.
5. Slow feeding toys and lick mats
Pet owners aren’t only concerned with their pets’ physical health; going into 2025, they’ll also be more focused on improving their mental health, too.
For dogs and cats, this looks like keeping their minds active to avoid boredom. Obviously, this isn’t a new concept — but there’s a new wave of pet products focusing on ‘slow feeding’ as a means to keep your pets occupied.
Look out for ‘lick mats’, which smoosh wet food into grooves in a silicon mat and keep dogs entertained for hours, and slow feeding bowls and puzzle toys, that turn eating dry food into a little game for your pet. This not only keeps them entertained, but also slows down their food intake, helping them feel fuller for longer.
6. Non-toxic toothpaste
Pet owners’ commitment to their pets’ health extends to their oral hygiene, too. There’s a whole host of new products designed to help you keep your pets’ teeth pearly white, but without the toxic ingredients. After all, it’s hard to communicate to your pet that they need to spit out the remaining toothpaste!
Alongside non-toxic toothpaste, look out for ‘finger brushes’ (silicon brushes that pet owners can slip over their finger for a gentler brushing experience), and the usual range of chewy dental sticks and treats.
7. GPS & camera collars
Every outdoor cat owner would love to know what their pet gets up to in the day.
- Do they wander across busy roads?
- Do they hang out with other neighbourhood cats?
- Do they have a secret second family?
- Have they left me forever?
These are all questions we ask ourselves on a near daily basis. And thanks to the power of GPS, we now have these answers at our fingertips.
Of course, there’s a safety element here, too — GPS collars can help you quickly track down your pet if they wander astray.
Want to take things up a notch? There’s also a growing number of collars available with cameras embedded in them, so you can experience a day from your cat’s point of view (and/or create those cat POV TikToks we’re all lowkey addicted to).
8. Puffer jackets for dogs
Perfect for smaller dogs that want to keep warm (and match their owners).
Puffer jackets are a lightweight and easy-to-clean option for owners looking for a warm extra layer to take their four-legged friend through the colder months. Look out for reversible styles to maximise opportunities to match!
9. Pet supplements
Dogs can get creaky in their old age, just like humans. And some breeds are more predisposed to specific physical challenges than others.
With this in mind, it’s no surprise that demand for pet supplements is trending upwards — just as it is for humans. These supplements typically focus on delivering high nutritional value in a dog-friendly format, like salmon oil, or vitamin-rich chewies.
And cats aren’t left out of the equation, either. There are plenty of fish oil options to keep their bodies healthy and their coats sleek.
10. Eco-friendly cat litter (including tofu cat litter)
Image source: Fuzzball
Cat litter has to be pretty much the worst part of owning an indoor cat. And it’s not just a pain to manage — it’s no friend to the environment, either.
Cat litter management is inevitably going to be a bit grim. But there’s a whole host of new brands making it that bit better.
Tofu cat litter is becoming a popular alternative to traditional cat litter. It’s made from a natural fibre byproduct of processing soybeans for tofu and soy milk, and also produces less dust than clay cat litter, while trapping odors and clumping more effectively.
And the cat litter developments don’t end there. Some brands have even developed diagnostic cat litter that changes colour according to your cat’s health.
Wrapping up
If current pet product trends prove anything, it’s that pet owners are putting more emphasis than ever on their pets’ health — despite growing economic pressure. Whatever the product, this is a trend that’s unlikely to let up any time soon.
Have you noticed that pet products look better, too? Historically, pet products served a purely practical purpose — and they had the look to match. Now, you’ll see pet products cropping up in lifestyle stores, in part because they fit the aesthetic. So while health matters increasingly to modern pet owners, we’ll increasingly find that looks do, too.
